Advertising Management - Global Differences

Three ways that product differentiation can be created for these products are through perceptible differences, hidden differences, and induced differences. Oshkosh B’Gosh could create an induced difference by advertising that it has “the world’s best overalls.” By advertising and promoting this through consistent advertising campaigns they are differentiating their products from their competitors by creating a different experience for the consumer. Owning a pair of Oshkosh B’Gosh overalls and being part of that community. Levi Strauss could advertise their jeans hidden differences. They could say that even though they look like your average pair of jeans and are priced at the same price as many other jeans, their jeans are differentiated by their durability because they are sewn from premium, high quality denim and this making them more durable than other brands of jeans. Toughskins brand jeans could use a perceptible difference method to by advertising that their jeans are unique to Sears. This can already be perceived by consumers because consumers know that it is a private label only carried by Sears. An advertiser can further advertise their jeans are unique and only available at Sears to make customers have a perceivable difference of Toughskins brand jeans compared to other jeans.

Before using the same ads in the US it is important to consider the different environments, value systems, and languages. What is appropriate and normal in one country can be offensive and inappropriate in another. For example in the United States it is standard for little girls to be fully covered both up top and bottom when wearing a swimsuit, whereas in Italy it is completely acceptable to wear only a bottom. If the clothing ad used in Italy depicted a girl wearing only a swimsuit bottom, if this ad were to be used in the US, it would be seen as suggestive and offensive to consumers. Is very important to consider the differences between the two countries when making the...